發(fā)布時(shí)間：2018-05-17 03:27

  本文選題：ZBBE集團(tuán)品牌 + 品牌戰(zhàn)略研究��； 參考：《山東理工大學(xué)》2015年碩士論文

【摘要】：我國(guó)是全球最大的皮革制造國(guó),也是皮革用品的消費(fèi)大國(guó),卻不是皮革用品品牌大國(guó)。近年來(lái),國(guó)外品牌在國(guó)內(nèi)的中高檔皮革市場(chǎng)占據(jù)著主導(dǎo)地位,并獲取著高額利潤(rùn),與之相反的是我國(guó)的皮革制品企業(yè)卻默默無(wú)聞或是充當(dāng)OEM掙取微薄之利,或是艱難守住已被瓜分的市場(chǎng)份額。其實(shí)作為外貿(mào)加工型企業(yè),由于有多年為國(guó)外貼牌生產(chǎn)的經(jīng)驗(yàn),中國(guó)皮革企業(yè)的產(chǎn)品欠缺的不是質(zhì)量,而是品牌經(jīng)營(yíng)經(jīng)驗(yàn)。要想發(fā)展,中國(guó)的皮革企業(yè)必須創(chuàng)造自己的拳頭產(chǎn)品,打造自主品牌。中國(guó)皮革企業(yè)的產(chǎn)品的質(zhì)量是有目共睹的,加之其多年為國(guó)外貼牌生產(chǎn)的經(jīng)驗(yàn),其真正欠缺的是品牌理念和品牌戰(zhàn)略。作為加工型企業(yè),中國(guó)的皮革企業(yè)要想獲得長(zhǎng)足發(fā)展,必須重新整理企業(yè)發(fā)展戰(zhàn)略思路,打造自己的品牌,走自主品牌發(fā)展之路。ZBBE集團(tuán)是一家生產(chǎn)高端皮革及系列革制品的大型企業(yè)集團(tuán),生產(chǎn)制品跨越中高檔牛皮家具革、汽車坐墊革及高檔真皮沙發(fā)、箱包、鞋類、食用明膠等領(lǐng)域,產(chǎn)能居全國(guó)第二。1954年創(chuàng)業(yè)以來(lái),ZBBE集團(tuán)已經(jīng)走過(guò)60多個(gè)年頭,在半個(gè)多世紀(jì)的經(jīng)營(yíng)中沉淀,其生產(chǎn)技術(shù)、綜合實(shí)力已鮮有比肩者。做內(nèi)銷市場(chǎng),走自主品牌之路一直是ZBBE集團(tuán)高層的戰(zhàn)略規(guī)劃。ZBBE集團(tuán)出口貿(mào)易一直做高端市場(chǎng),從生產(chǎn)工藝和資源整合都具備很強(qiáng)的基礎(chǔ)。在目前的世界經(jīng)濟(jì)形勢(shì)下,皮革行業(yè)之間的競(jìng)爭(zhēng)越來(lái)越強(qiáng),面臨的困難也越來(lái)越嚴(yán)峻,各企業(yè)之間的產(chǎn)品和技術(shù)差距也越來(lái)越小,在這種前提下,越來(lái)越多的企業(yè)意識(shí)到了品牌這種無(wú)形資產(chǎn)對(duì)于企業(yè)的重要性,很多企業(yè)開(kāi)始逐漸的重新制定品牌戰(zhàn)略規(guī)劃,打造自主品牌。作為民營(yíng)皮革企業(yè)的ZBBE集團(tuán)必須認(rèn)真研究企業(yè)的品牌戰(zhàn)略,傳播自主品牌形象,努力提高市場(chǎng)占有率,來(lái)增加企業(yè)的核心競(jìng)爭(zhēng)力,只有這樣,才能逐步擺脫只能為國(guó)外代工來(lái)賺取低廉加工費(fèi)的枷鎖,企業(yè)才能重獲生機(jī)。本文在對(duì)ZBBE集團(tuán)所處的宏觀環(huán)境、行業(yè)競(jìng)爭(zhēng)環(huán)境、SWOT分析的基礎(chǔ)上,結(jié)合市場(chǎng)、企業(yè)戰(zhàn)略目標(biāo)等要素,針對(duì)ZBBE集團(tuán)品牌建設(shè)中遇到的問(wèn)題,進(jìn)行了品牌戰(zhàn)略方案設(shè)計(jì),重新進(jìn)行了品牌定位,提出了品牌戰(zhàn)略并提煉出品牌核心價(jià)值。最后,對(duì)于企業(yè)品牌戰(zhàn)略的實(shí)施、品牌的維護(hù)及管理提出相應(yīng)的建議。
[Abstract]:China is the world's largest leather manufacturing country, is also a large country of leather goods consumption, but not leather brands. In recent years, foreign brands occupy a dominant position in the domestic high-grade leather market, and obtain high profits. On the contrary, the leather products enterprises in our country are unknown or serve as OEM to earn meager profits. Or struggling to hold onto the market share that has been carved up. In fact, as a foreign trade processing enterprise, because of many years of foreign brand production experience, the products of Chinese leather enterprises are not lack of quality, but brand management experience. To develop, China's leather enterprises must create their own products, to create their own brand. The quality of the products of Chinese leather enterprises is obvious to all, in addition to its many years of foreign brand production experience, the real lack of brand concept and brand strategy. As a processing enterprise, if Chinese leather enterprises want to make great progress, they must reorganize their strategic thinking of development and build their own brands. ZBBE Group is a large enterprise group that produces high-end leather and series leather products. Its products span over the fields of middle and high grade leather, automobile cushion leather and high-grade leather sofa, bags, shoes, edible gelatin and so on. Since 1954, ZBBE Group has gone through more than 60 years, in more than half a century of business precipitation, its production technology, comprehensive strength has rarely been comparable. To do the domestic market, to take the road of independent brand has been the strategic planning of the senior level of ZBBE Group. ZBBE Group export trade has been doing high-end market, from the production technology and resource integration have a strong foundation. In the current world economic situation, the competition between the leather industry is becoming stronger and stronger, the difficulties are becoming more and more severe, and the product and technology gap between enterprises is becoming smaller and smaller. More and more enterprises realize the importance of the intangible assets of brand, many enterprises begin to gradually reformulate brand strategic planning to build their own brand. As a private leather enterprise, ZBBE Group must seriously study the brand strategy of the enterprise, spread its own brand image, strive to increase its market share, and increase the core competitiveness of the enterprise. In order to gradually get rid of the foreign contract to earn low processing fees, enterprises can regain vitality. Based on the analysis of the macro environment and the competition environment of ZBBE Group, combined with the elements of market and enterprise strategic objectives, this paper designs the brand strategy scheme for the problems encountered in the brand construction of ZBBE Group. Repositioning the brand, putting forward the brand strategy and refining the core value of the brand. Finally, the implementation of corporate brand strategy, brand maintenance and management of the corresponding recommendations.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2;F426.85

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